Background

Female Genital Mutilation (FGM) remains a deeply entrenched cultural practice in Nigeria, affecting millions of girls and women. Despite legal prohibitions, the practice persists, driven by cultural norms and the belief that it curtails promiscuity and ensures marital fidelity. The Hacey Foundation launched the “STOP CUT” campaign to raise awareness, encourage reporting, and ultimately abolish FGM in Nigeria—the campaign aimed to highlight the harsh realities of FGM and challenge the cultural dynamics that sustain it. FGM is often perpetuated by cultural beliefs that it ensures a girl’s purity and marital suitability. Mothers, under the influence of tradition, become gatekeepers of this practice, believing it will prevent promiscuity. The campaign aimed to expose this paradox and show how cultural norms can lead to lifelong physical and psychological scars.

Idea

The “STOP CUT” campaign sought to draw a parallel between FGM and rape culture, emphasising that both are forms of violence against women that society must stand against. The idea was to shock and provoke thought, leveraging the discomfort and emotional impact to drive behavioural change. By showcasing the perpetrators from a rapist’s standpoint, the campaign aimed to make the audience reconsider their stance on FGM and see it as a gross violation of human rights.

Strategy

The strategy centred on using culture shock as a tool for change. The campaign aimed to:

• Create a strong emotional response through raw and grunge visuals.
• Highlight the paradox of family members i.e. mothers inflicting harm on their daughters under cultural influence.
• Utilise multimedia platforms to reach a broad audience and encourage discourse.
• Involve influential stakeholders, including cultural leaders and survivors, to advocate against FGM.

The campaign hoped to shift societal perceptions and encourage individuals to speak out against FGM. By drawing uncomfortable parallels and using shock value, the campaign aimed to break the silence and promote collective action to end FGM.

Execution

The “STOP CUT” campaign employed a multi-channel approach:

• Film and Print Series: Produced an uncomfortable film and accompanying print series that portrayed the perpetrators of FGM from a rapist’s perspective. This approach aimed to create a visceral reaction and drive home the severity of FGM.
• Webinar and Seminars: Organized events featuring cultural custodians, like the queen of Yorubaland, and other stakeholders. These seminars provided a platform for dialogue and education on the harms of FGM.
• Grassroots Initiatives: Implemented various initiatives at the community level to educate and mobilize against FGM.

The campaign leveraged cultural dynamics and emotional impact to effectively influence behavioural change, resulting in increased awareness and reporting of FGM cases. The creative direction, characterized by a raw and grunge aesthetic, utilized stark imagery to evoke strong emotional responses. By vividly depicting both perpetrators and victims, the campaign successfully conveyed the brutality of FGM and underscored the urgent need to abolish this harmful practice and protect young girls.

Outcome

The “STOP CUT” campaign achieved significant reach and engagement:

• Impressions: 2,410,062 impressions across digital platforms.
• Organic Reach: 505,062 organic reach.
• Helpline Calls: Average monthly call-ins for help grew from 3 to 270.
• The advocacy led to the enactment of the STOP FGM Act 2020 which enhanced FGM-related punishments.

Creative and Production Credits

• Advertising Agency: Noah’s Ark, Nigeria 

• Chief Creative Officer: Lanre Adisa 

• Executive Creative Director: Abolaji Alausa 

• Creative Director: Maurice Chike Ugwonoh 

• Copywriters: Segun Odejimi, Mabayomije Akinyemi, Jesujoba Popoola
• Art Directors: Gabriel Olu’seun Olonisakin, Kazeem Lawal 

• Photographers: Yekeen Ibrahim 

• Account Manager: Jumoke Akinyele, Maria Omole 

• Planner: Adedeji Adeleke, Fred Akinmuyisitan 

• Production House: Underdog Productions 

• Producers: Funsho Adebayo 

• Head of Production: Olusunkanmi Adebayo

Film: https://www.youtube.com/watch?v=vx-D2EB0AA8
Case video: https://www.youtube.com/watch?v=McBMn0VR2vI&t=15s